Case Study
B2C & Corporate Communications

Fashion with purpose: Promoting body positivity with navabi

Not just a plus size fashion brand: Since their early days navabi fights for body diversity and positivy.

Client

navabi
www.navabi.co.uk

prOJECT date

2018 - June 2021

Services

B2C PR
Corporate Communications

The brief

navabi is one of our first clients at Laika. But our history goes back even further in time: Before setting out to start her own agency, our founder Ela worked for the Aachen and London based plus size fashion leader as a freelance consultant and during a previous agency job.

Long before navabi and Laika met the online retailer had already made its name with plus size customers from allover the world. Laika’s mission therefore is to simply amplify the navabi messages from time to time via selected PR projects that all have one message: navabi embraces body diversity and positivity and fights for a fair representation of all body types in the media and fashion industry.

The campaign

navabi is never afraid to pick a battle and neither are we. Whether it was answering a body shaming “beach body ready” campaign by putting out a competitor ad with navabi’s own version of models ready to hit the waves or whether it was attacking Victoria’s Secrets outdated beauty standards with very own navabi angels - the online retailer gets creative when it comes to fighting for body equality.

And navabi also does not shy away from tackling the problem hands-on: There are not enough stock photos of plus size women taken to ensure a fair representation? navabi produces their own and puts it out there for free. There are no kids cut out books with body and diverse women to dress up? navabi creates its own version and gifts it to customers so that kids can early on experience that beauty comes in all sizes and shapes. Media does not represent plus size women to their fair share, but refuses to realise this? navabi takes it upon itself to count the hard facts and reach out to the media with proven numbers. Diversity projects are too little funded? navabi launched its own Global Talent Fund to change this. Plus size bloggers are not invited to the majority of shows during Berlin fashion week? navabi organizes a whole loft for them to come together to discuss, dress up and party.

Besides advising navabi on how to execute those creative ideas, Laika handles the DACH media relations to make sure that the world knows about them. Whether it is exclusive interviews with navabi influencer and fashion designer Hayley Hasselhoff, daughter of the Uber famous (at least in Germany) David Hasselhoff, or background talks with fashion industry trade media to explain navabi’s approach to own brands - Laika makes sure to build and foster journalists relations for the e-commerce player. And of course - from time to time we also help out with the daily “bread & butter PR” whether it is fashion mailers, visiting editorial offices with latest collections or hiring news. There is always something happening in the world of navabi.

All of the above combined made us secure top tier placements in media such as DIE WELT, Stylebook, Horizont, Internet World Business, W&V, Fashion United, TextilWirtschaft and many others. And hopefully, many more to come.